Conversations: The New Definition of Marketing
Did you hear that marketing has been re-defined again?
In the 80s and 90s there was “relationship marketing,” and “one-to-one marketing.” The funny thing about the different words used to describe marketing is that they have always had one thing in common. All marketing (since the beginning) is about communicating to prospective customers over and over again (reach and frequency).
Regardless of how the communication takes place – advertisement, direct mail, phone call, email, website, search engine, seminar/webinar, trade shows - it’s always about communication.
Fast forward to today. Web 2.0 has reshaped the way many marketers think. In a world of Web 2.0 we have websites, blog sites, social media sites, podcasts, wikis, user generated content, etc. where communication takes place in a many-to-many way. In other words, we are having conversations! So, doesn’t it make sense to say that marketing is about conversations?!!!
Absolutely….Let’s look at some examples…I produce podcasts on web marketing topics. People (around the world) find my podcasts in iTunes and on the web through social media and they subscribe. Some of them engage me in conversations. My brand exposure improves and so does my business…
A software company executive visits Facebook to seek out and find groups on relevant topics. She joins select groups, engages in conversations on topics relevant to her industry and she learns things that help her make decisions about her marketing mix…
A consumer services company starts a blog about topics related to their service. These topics offer people tips and hard to find information which builds a community and loyalty. The blog visitors also visit their website. Their brand is strengthened and so is their business.
In each example shown here the common denominator was conversations. The new definition of marketing is indeed about having conversations with our customers and people they care about. The influence of the communities in social media is so powerful, we simply can not ignore it!
I marvel at how so many marketers say “I don’t have the time to blog or visit social networking sites and get engaged in these conversations.” I just hope all my competitors don’t have time for these conversations. As for me, I couldn’t fathom not having time for these conversations. I’ve seen enough proof.
Have you?
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